For multifamily operators
Marketing built to win
the new renter search
Renters now search on TikTok, Instagram, and AI — not just the ILS. We produce the video that gets your communities found and leased.
12.4K views
in the first week
Published natively to
The shift
Renters make up their minds long before the lead form.
By the time someone fills out a form, they've spent hours on TikTok, Instagram, and AI tools forming impressions about neighborhoods, buildings, and brands. Being present there — consistently, with quality video — is the new top of funnel, and the exact thing in-house teams can't produce at portfolio scale.
Why Pro Forma
Always on. Agency-grade. Effective.
Always on
We produce and publish continuously across your whole portfolio. Stabilized communities and lease-ups stay visible where renters look — never dark.
Agency-grade, a fraction of the cost
You film a quick walkthrough; our studio finishes it to a true agency bar. The output of a creative agency, without the retainer.
Measured to the signed lease
Every post ties back to tours and signed leases, by community and channel. You see what converts — not vanity views.
How it works
One managed pipeline, end to end.
We run production, distribution, capture, and measurement for every community in your portfolio. Your team keeps leasing.
- 01 Produce
- You film a quick walkthrough; our studio edits, scores, and finishes it to an agency bar.
- 02 Distribute
- Native publishing to TikTok, Instagram, YouTube, and the surfaces AI search indexes.
- 03 Capture
- A white-labeled, video-native listing site on your own domain that turns viewers into tours.
- 04 Measure
- Attribution from the post all the way down to the signed lease, by community and channel.
112 Highland Avenue
West Hollywood · Residences
Starting at
$3,200/mo
Layout
2bd · 2ba
Cost / lease
$340
Agency-grade, a fraction of the cost
Shot on a phone. Finished like an agency.
Your team films a quick walkthrough and uploads it. Our studio handles the editing, music, pacing, and platform-specific cuts — so every building gets an agency-level program without the agency price tag.
listing-page visits with a walkthrough video
would lease sight unseen after a virtual tour
Sources: REACH by RentCafe · Zumper × Matterport renter survey
Traditional agency
- Cost
- Retainers + per-project fees
- When
- Affordable only at lease-up
- Coverage
- A few hero properties
- Who runs it
- You manage the agency
- Commitment
- Locked-in terms
Pro Forma
- Cost
- A monthly fee that scales
- When
- Stabilized + lease-up
- Coverage
- Your entire portfolio
- Who runs it
- We run it end-to-end
- Commitment
- Month to month
Why now
The renter search has moved.
Renters find their next home through social video, AI assistants, and a widening set of online sources. Pro Forma puts every community in front of that demand — and ties every tour and signed lease back to the post and platform that generated it.
of consumers now use AI assistants to research before they buy
online sources the average renter uses to find their next home
of Gen Z renters rank Instagram among their top three platforms
Sources: Capital One Shopping research · NMHC & Grace Hill Renter Preferences Survey · RentCafe Gen Z renter survey
Own your audience
Your best channel is the one you own.
Third-party listing sites rent you access to audiences you'll never keep — and they're built for a search model that's already shifting. Pro Forma puts that spend into content, distribution, and AI-indexable assets you actually own, so every month compounds your advantage instead of theirs.
FAQ
Questions marketing teams ask.
What does my team actually have to do?+
Film a quick walkthrough on a phone and upload it — that's the only lift. Our studio handles the editing, music, pacing, platform cuts, publishing, and reporting from there.
Does this replace our ILS and paid search?+
No — it complements them. Your existing ILS strategy keeps doing its job. Pro Forma wins the social, organic, and AI-search surfaces those channels don't reach, where renters now form their first impressions.
Who owns the content, accounts, and audience?+
You do. The video, the listing site, the social accounts, and the audience you build all stay yours — not rented from a third-party portal.
Does it work for stabilized assets, or just lease-ups?+
Both. Pro Forma is priced to run continuously, so stabilized communities stay visible year-round instead of going dark between lease-up pushes.
How is performance measured?+
Per-community and per-channel dashboards tie content to tours and signed leases, with cost-per-lead and cost-per-lease benchmarking across your portfolio.
What's the commitment?+
Month to month. No annual lock-in — if we're not earning our fee in leases, you can walk.
Get in touch
Start building your advantage.
Let's talk about how Pro Forma can keep your whole portfolio visible — stabilized communities and lease-ups alike.